The New Balance African Flagship Store launch in Sandton City celebrated the brand’s annual Grey Day, a tribute to the colour grey and its profound connection to New Balance’s rich heritage and ethos.

The launch also introduced the New Balance customer experience concept, The Uncommonly Common Concept (UCC), which first debuted in South Africa at the Gateway Mall in Durban and Canal Walk in Cape Town.

The UCC revolutionises the traditional shopping journey by prioritising people over products, creating a space where consumers are empowered to explore fearlessly and authentically.


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